CES 514 Data Mining March 11, 2010

1. CES 514 Data Mining March 11, 2010 Lecture 5: scoring, term weighting, vector space model (Ch 6)

2. Model for ranking documents • Ranked retrieval • Zones, parameters in querying • Scoring documents • Term frequency • Collection statistics • Weighting schemes • Vector space scoring

3. Parametric and zone indexes • how to use meta data in indexing and search? • meta data include: • author, language, version #, date etc. • Example query: • “find documents authored by William Shakespeare in 1601,containing the phrase “alas poor Yorick”.

4. UI that supports parametric search

5. Zones • Zones are similar to fields, except the contents of a zone can be arbitrary free text. • Whereas a field may take on a relatively small set of values, a zone can be thought of as an arbitrary, unbounded amount of text. • Example: document titles and abstracts are generally treated as zones. • zone index may support queries like: • “find documents with merchant in the title and william in the author list and the phrase gentle rain in the body”.

6. Zone index - choices

7. Weighted zone scoring Given a Boolean query q and a document d, weighted zone scoring assigns to the pair (q, d) a score in the interval [0, 1], by computing a linear combination of zone scores, where each zone of the document contributes a Boolean value. Consider a set of documents each of which has ℓ zones. Let g1, . . . , gℓ ∈ [0, 1] such that g1 + … + gl = 1. For 1 ≤ i ≤ ℓ, let si be the Boolean score denoting a match between q and the ith zone. Weighted score =

9. computation of weighted zone scores

10. Learning weights

11. Ch. 6 Ranked retrieval • Thus far, our queries have all been Boolean. • Documents either match or don’t. • Good for expert users with precise understanding of their needs and the collection. • Also good for applications: Applications can easily consume 1000s of results. • Not good for the majority of users. • Most users incapable of writing Boolean queries (or they are, but they think it’s too much work). • Most users don’t want to wade through 1000s of results. • This is particularly true of web search.

12. Ch. 6 Problem with Boolean search:too many or too few • Boolean queries often result in either too few (=0) or too many (1000s) results. • Query 1: “standard user dlink 650” → 200,000 hits • Query 2: “standard user dlink 650 no card found”: 0 hits • It takes a lot of skill to come up with a query that produces a manageable number of hits. • AND gives too few; OR gives too many

13. Ranked retrieval models • Rather than a set of documents satisfying a query expression, in ranked retrieval models, the system returns an ordering over the (top) documents in the collection with respect to a query • Free text queries: Rather than a query language of operators and expressions, the user’s query is just one or more words in a human language • In principle, there are two separate choices here, but in practice, ranked retrieval models have normally been associated with free text queries and vice-versa

14. Ch. 6 Ranked retrieval • When a system produces a ranked result set, large result sets are not an issue • Indeed, the size of the result set is not an issue • We just show the top k ( ≈ 10) results • We don’t overwhelm the user

15. Ch. 6 Scoring - the basis of ranked retrieval • We wish to return in order the documents most likely to be useful to the searcher • How can we rank-order the documents in the collection with respect to a query? • Assign a score – say in [0, 1] – to each document • This score measures how well document and query “match”.

16. Ch. 6 Query-document matching scores • We need a way of assigning a score to a query/document pair • Simple case: a one-term query • If the query term does not occur in the document: score should be 0 • The more frequent the query term in the document, the higher the score • We will look at a number of alternatives for this.

17. Ch. 6 Take 1: Jaccard coefficient • Recall from Lecture 4: A commonly used measure of overlap of two sets A and B • jaccard(A,B) = |A ∩ B| / |A ∪ B| • jaccard(A,A) = 1 • jaccard(A,B) = 0if A ∩ B = 0 • A and B don’t have to be the same size. • Always assigns a number between 0 and 1.

18. Ch. 6 Jaccard coefficient: Scoring example • What is the query-document match score that the Jaccard coefficient computes for each of the two documents below? • Query: ides of march • Document 1: caesar died in march • Document 2: the long march

19. Ch. 6 Issues with Jaccard for scoring • It doesn’t consider term frequency (how many times a term occurs in a document) • Rare terms in a collection are more informative than frequent terms. Jaccard doesn’t consider this information • We need a more sophisticated way of normalizing for length • Later in this lecture, we’ll use • instead of |A ∩ B|/|A ∪ B| (Jaccard) for length normalization.

20. Sec. 6.2 Recall Binary term-document incidence matrix Each document is represented by a binary vector ∈ {0,1}|V|

21. Sec. 6.2 Term-document count matrices • Consider the number of occurrences of a term in a document: • Each document is a count vector in ℕv: a column below

22. Bag of words model • Vector representation doesn’t consider the ordering of words in a document • John is quicker than Maryand Mary is quicker than John have the same vectors • This is called the bag of words model. • In a sense, this is a step back: The positional index was able to distinguish these two documents. • We will look at “recovering” positional information later in this course. • For now: bag of words model

23. Term frequency tf • The term frequency tft,d of term t in document d is defined as the number of times that t occurs in d. • We want to use tf when computing query-document match scores. But how? • Raw term frequency is not what we want: • A document with 10 occurrences of the term is more relevant than a document with 1 occurrence of the term. • But not 10 times more relevant. • Relevance does not increase proportionally with term frequency.

24. Sec. 6.2 Log-frequency weighting • The log frequency weight of term t in d is • 0 → 0, 1 → 1, 2 → 1.3, 10 → 2, 1000 → 4, etc. • Score for a document-query pair: sum over terms t in both q and d: • score • The score is 0 if none of the query terms is present in the document.

25. Sec. 6.2.1 Document frequency • Rare terms are more informative than frequent terms • Recall stop words • Consider a term in the query that is rare in the collection (e.g., arachnocentric) • A document containing this term is very likely to be relevant to the query arachnocentric • → We want a high weight for rare terms like arachnocentric.

26. Sec. 6.2.1 Document frequency, continued • Frequent terms are less informative than rare terms • Consider a query term that is frequent in the collection (e.g., high, increase, line) • A document containing such a term is more likely to be relevant than a document that doesn’t • But it’s not a sure indicator of relevance. • → For frequent terms, we want high positive weights for words like high, increase, and line • But lower weights than for rare terms. • We will use document frequency (df) to capture this.

27. Sec. 6.2.1 idf weight • dft is the document frequency of t: the number of documents that contain t • dft is an inverse measure of the informativeness of t • dft  N = total number of documents • We define the idf (inverse document frequency) of t by • We use log (N/dft) instead of N/dft to “dampen” the effect of idf. Will turn out the base of the log is immaterial.

28. Sec. 6.2.1 idf example, suppose N = 1 million

29. Effect of idf on ranking • Does idf have an effect on ranking for one-term queries, like • iPhone • idf has no effect on ranking one term queries • idf affects the ranking of documents for queries with at least two terms • For the query capricious person, idf weighting makes occurrences of capricious count for much more in the final document ranking than occurrences of person.

30. Sec. 6.2.1 Collection vs. Document frequency • The collection frequency of t is the number of occurrences of t in the collection, counting multiple occurrences. • Example: • Which word is a better search term (and should get a higher weight)?

31. Sec. 6.2.2 tf-idf weighting • The tf-idf weight of a term is the product of its tf weight and its idf weight. • Best known weighting scheme in information retrieval • Note: the “-” in tf-idf is a hyphen, not a minus sign! • Alternative names: tf.idf, tf x idf • Increases with the number of occurrences within a document • Increases with the rarity of the term in the collection

32. Sec. 6.2.2 Final ranking of documents for a query

33. Sec. 6.3 weight matrix Each document is now represented by a real-valued vector of tf-idf weights ∈ R|V|

34. Sec. 6.3 Documents as vectors • So we have a |V|-dimensional vector space • Terms are axes of the space • Documents are points or vectors in this space • Very high-dimensional: tens of millions of dimensions when you apply this to a web search engine • These are very sparse vectors - most entries are zero.

35. Sec. 6.3 Queries as vectors • Key idea 1:Do the same for queries: represent them as vectors in the space • Key idea 2:Rank documents according to their proximity to the query in this space • proximity = similarity of vectors • proximity ≈ inverse of distance • Rank more relevant documents higher than less relevant documents

36. Sec. 6.3 Formalizing vector space proximity • First cut: distance between two points • ( = distance between the end points of the two vectors) • Euclidean distance? • Euclidean distance is a bad idea . . . • . . . because Euclidean distance is large for vectors of different lengths.

37. Sec. 6.3 Why distance is a bad idea The Euclidean distance between q and d2 is large even though the distribution of terms in the query qand the distribution of terms in the document d2 are very similar.

38. Sec. 6.3 Use angle instead of distance • Thought experiment: take a document d and append it to itself. Call this document d′. • “Semantically” d and d′ have the same content • The Euclidean distance between the two documents can be quite large • The angle between the two documents is 0, corresponding to maximal similarity. • Key idea: Rank documents according to angle with query.

39. Sec. 6.3 From angles to cosines • The following two notions are equivalent. • Rank documents in decreasing order of the angle between query and document • Rank documents in increasing order of cosine of the angle between the query and the document • Cosine is a monotonically decreasing function for the interval [0o, 180o]

40. Sec. 6.3 From angles to cosines • But how – and why – should we be computing cosines?

41. Sec. 6.3 Length normalization • A vector can be (length-) normalized by dividing each of its components by its length – for this we use the L2 norm: • Dividing a vector by its L2 norm makes it a unit (length) vector (on surface of unit hypersphere) • Effect on the two documents d and d′ (d appended to itself) from earlier slide: they have identical vectors after length-normalization. • Long and short documents now have comparable weights

42. Sec. 6.3 cosine(query,document) Dot product Unit vectors qi is the tf-idf weight of term i in the query di is the tf-idf weight of term i in the document cos(q,d) is the cosine similarity of q and d … or, equivalently, the cosine of the angle between q and d.

43. Cosine for length-normalized vectors • For length-normalized vectors, cosine similarity is simply the dot product (or scalar product): for q, d length-normalized.

44. Sec. 6.3 Cosine similarity amongst 3 documents How similar are the novels SaS: Sense and Sensibility PaP: Pride and Prejudice, and WH: Wuthering Heights? Term frequencies (counts) Note: To simplify this example, we don’t do idf weighting.

45. Sec. 6.3 Three documents example contd. Log frequency weighting After length normalization cos(SaS,PaP) ≈ 0.789 × 0.832 + 0.515 × 0.555 + 0.335 × 0.0 + 0.0 × 0.0 ≈ 0.94 cos(SaS,WH) ≈ 0.79 cos(PaP,WH) ≈ 0.69 Why do we have cos(SaS,PaP) > cos(SAS,WH)?

46. Sec. 6.3 Computing cosine scores

47. Sec. 6.4 tf-idf weighting has many variants Columns headed ‘n’ are acronyms for weight schemes. Why is the base of the log in idf immaterial?

48. Sec. 6.4 Weighting may differ in queries vs documents • Many search engines allow for different weightings for queries vs. documents • SMART Notation: denotes the combination in use in an engine, with the notation ddd.qqq, using the acronyms from the previous table • A very standard weighting scheme is: lnc.ltc • Document: logarithmic tf (l as first character), no idf and cosine normalization • Query: logarithmic tf (l in leftmost column), idf (t in second column), no normalization …

49. Sec. 6.4 tf-idf example: lnc.ltc Document: car insurance auto insurance Query: best car insurance Exercise: what is N, the number of docs? Doc length = Score = 0+0+0.27+0.53 = 0.8

50. Summary – vector space ranking • Represent the query as a weighted tf-idf vector • Represent each document as a weighted tf-idf vector • Compute the cosine similarity score for the query vector and each document vector • Rank documents with respect to the query by score • Return the top K (e.g., K = 10) to the user